Background
Café Eum, located inside the LIGAK Museum , features a unique architectural and artistic ambiance. However, because the menu had recently launched, visitors were not clearly aware of what food was served, and the café’s identity and experiential imagery were not yet established online. Most visitors came primarily for exhibitions, so organic transition into the café was limited, and menu/atmosphere search results lacked clarity. Therefore, a mood-centered content branding strategy was necessary to convey the space, experience, and menu together in one narrative.
What we did
1) Atmospheric Space-Based Video & Photography Content
・Captured architectural lines, natural lighting, garden paths, and table moods
・Presented “Exhibition → Stroll → Brunch” as a seamless experience storyline
2) New Menu Experience Content Expansion
・Highlighted plating, textures, serving scenes, and table styling
・Delivered clear visual understanding of “what you can actually eat here”
3) SNS Organic Diffusion Strategy
・Distributed across Instagram Reels / TikTok Shorts / Blog channels
・Designed UGC → Search → Review → Return Visit viral loop
・Resulted in Naver & Instagram auto-suggest keywords + SEO improvements
